ANDROID KIT KAT

Creative Execution:
The expected name for the new Android OS had been Key Lime Pie, so news of a KITKAT Android partnership hugely impactful.

The name and accompanying icon were launched with just one single Tweet, and one Re-Tweet. Social media did the rest. Within an hour, it became an organically trending topic.

Android iconography appeared on KITKAT packaging and KITKAT iconography appeared on the Android operating system, stimulating additional conversation and creating enriched relationships with consumers across social platforms and underpinning the long-term connection between the KITKAT brand and the Android mobile.

For Android this idea created the most talked about version launch of all time, generating 10 times more traffic to Android.com.

For KITKAT it cemented its place as a bone fide brand on the Internet. The campaign has had 3.18m Youtube views; over 1,935m online mentions and a staggering 4.96bn Twitter impressions. This resulted in millions of organic visitors to KITKAT.com, plus a 1150% increased Youtube following and a 301% increased Twitter following. Ultimately, the campaign created enriched consumer relationships and increased market share in 19 countries.

And all this without Google or Nestlé paying each other a single cent.

Break taking has changed.
People rarely stop and do nothing. Breaks have become less deliberate and less recognised. Sometimes they are fluid and filled with activity, sometimes they involve small moments of distraction.
More often than not, people turn to their smartphone to fill these mini-moments of downtime. So how does a brand that for 78 years has owned the break stay relevant and remain iconic with an increasingly online audience? Similarly, how does Google find a new and innovative way to extend the media space in which to promote their new Android operating system?
Naming the K-release of the Android OS ‘KITKAT’ and entering into a partnership with Google provided the perfect opportunity to brand the break moment online and create an unexpected connection between a confectionery brand and the latest smartphone.